Supermarket chain Tesco has unveiled its new campaign that aims to make cooking more accessible.
The campaign won Channel 4’s Diversity in Advertising Award 2025/2026, an annual competition that awards £1 million worth of advertising space across Channel 4’s portfolio. This years theme was ‘Inclusive by Design’.
Titled ‘Now We’re Cooking’, the marketing drive was created in collaboration with BBH London and WPP Media’s EssenceMediacom.
At the centre of the campaign is a 60 second spot, which is set in a test kitchen TV studio. It stars a group of cooks with a range of disabilities who explain why cooking hasn’t been designed for them and how the experience can be improved. Tesco’s colleagues respond to the concerns using British Sign Language translation and audio description.
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Murray Bisschop, UK marketing director at Tesco said: “We work hard to make Tesco a place where everyone is welcome. We are grateful to Channel 4 for their support and the opportunity for us to try and change the status quo.
“This campaign is about rethinking how we help people cook in ways that work for them, and shows how we can be inclusive by design, with recipes, adaptive cooking tools and a supportive shopping experience both in our stores and online.”
The cooks start cooking and a voiceover (and caption) appears stating: “We know cooking needs to be more accessible. So we created tesco.com/accessible-recipes.”
The creative agency worked with The Diversity Standards Collective (DSC) and disability-founded talent and production agency With Not For to ensure the film inclusive.
It will run exclusively on Channel 4 initially and the spot will be supported by out-of-home.
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